One of the most important aspects of being a travel consultant is the task of uncovering value – just the right trip for a particular client. It is here that a good travel agent shines – product knowledge and customer understanding are brought together in an intelligent strategy to achieve the best possible value. The concept of value is much more rich than merely the “cost” of the travel.
Experienced travel consultants know not to lead with price. Keep the cost of the program in the background until you have explained all of the features of the trip. Cost can then be explained in the appropriate context of benefit to the client. Cost is an important aspect of value, but to introduce it as the primary issue is to in many cases deprive the client of the full understanding of the value.